New M&M’s ‘All Female’ Packaging Being Used To Raise Money For Women In Music

M&M’s is honoring remarkable women with all-new candy packaging and funding for several women empowerment services.

Last week, Mars, M&M’s parent company, unveiled candy wrappers with a strong message: “Supporting women. Flipping the status quo.” The purple bag includes female characters in green, brown, and the newly introduced purple M&M. The limited-time campaign will be available in milk chocolate, peanut, and peanut butter flavors.

Pretty paper is not the only perk. For every pack sold, M&M’s is donating $1 to organizations that push women forward. She Is The Music, a nonprofit that helps women get into the music industry, and We Are Moving the Needle, which also supports women in the music industry, will get up to a combined $500,000. Additional contributions totaling $300,000 will go to Female Founder Collective, Geena Davis Institute On Gender In Media, and several other programs.

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M&M’s is pushing to be more inclusive. The company’s previous introduction of a purple M&M was made to promote body positivity and self-acceptance. This offers a “refreshed” and “modern take on the looks of our beloved characters.”

The latest M&M design has begun popping up on shelves, so keep that in mind when grabbing your next pack. Buying the limited edition packaging will go towards a great cause.